Archive for December, 2013

In 2012, Diageo presented Steven Noble and Hatch Design with the opportunity to rebrand their incredibly successful winery, Sterling Vineyards. We both took a look back and discovered a beautiful SV monogram that, while an integral part of their past, had never been used externally or on any packaging. Steven Noble redrew the SV monogram to update the mark, and when combined with a clean modern design and their signature silver color, it was like breathing new life into the packaging for a time-honored brand. The illustration was created in a scratchboard woodcut style with particular attention being made to the building and vineyards.

For their reboot of Tavern on the Green, owners Jim Caiola and David Salama wanted Steven Noble to create a logo that felt contemporary while still referencing the restaurant’s storied past. The logo will be used throughout the restaurant on menus and business cards, as well as on the restaurant’s famous red awnings through how they tweaked each iteration of the logo — beginning with the first prelimnary draft — before landing on this final look.

Tavern on the Green was originally built as a sheepfold in current day Central Park . The sheep were actually held there at night and let out on Sheep Meadow during the day to graze and mow the lawn. Since we were going for this farm to table concept, the sheep really were a good vision for that sort of food.

The idea was to contemporize the Tavern on the Green brand. But they always knew they were ode-ing to the sheep. There was a history they were trying to acknowledge with the crest and the animals. When you see this, you think of a family’s history or a place’s history, so they liked this idea.

The final design feels timeless, but also contemporary. It feels fun, but not too self-conscious. It’s beautiful and modern and clean.